Connecting Neighbors with Social Media
82
Connecting Neighbors with Social Media: Strategies for online engagement with inclusion Connecting Neighbors, Building Communities, and Raising Voices since 1994
-
Upload
steven-clift -
Category
Technology
-
view
2.722 -
download
5
description
Presentation to Neighborhoods USA conference in 2013
Transcript of Connecting Neighbors with Social Media
Connecting Neighbors with Social Media:Strategies for online engagement with inclusion
More: e-democracy.org/webinarsNeighborhoods USA – May 24 2013
Connecting Neighbors, Building Communities, and Raising Voices since 1994
Session Outline – 11:15 – 12:30pm
Welcome, Quick Survey, Numbers – 5 Min
Communicating to neighbors… Facebook Pages, E-Newsletters, etc. – Steven Clift – 15 Min
Crowd-Sourcing Strategies – Sm. Groups, Reports – 15 Min
Engagement among neighbors … Outreach, inclusion, and online engagement in St. Paul and Minneapolis via BeNeighbors.org – Corrine Bruning – 20 Min
Discussion and What’s Next Connections – 20 Min
Welcome
Who We Are
E-Democracy.org's mission:
Harness the power of online tools to support participation in public life, strengthen communities, and build democracy.
Creating online spaces for civic engagement since 1994.
BeNeighbors.orgOutreach
Connecting Neighbors Online is Good
Social connections, family-friendlySafety and crime preventionMutual benefit , sharing stuffGreater voices and civic engagementSocial capital generatorOpenness and inclusion (if done
right)= Stronger communities
Resources: Block Activities, Block Connectors, Locals Online, Soul of the Community
Quick Survey – Raise Your Hand
1. Where you from? Place, affiliation?2. Web page? Blog?3. Facebook Page? Twitter?4. Email Newsletter? Frequency?5. Two-way online group/e-list?6. Are residents creating private
“electronic block clubs?” More than 5% of blocks?
Numbers
Numbers – Internet Reach
PewInternet.org: 81% Overall Online ▪ 84% White, 73% Black, 74% Latino, <30K still
at 67% Least connected▪ No High School Diploma - 51%▪ Over 65 - 54%
Where?▪ At Home - 65% Broadband, 4% Dial-up▪ 12% Other - Work/School/Library/Mobile-
only(?)
Numbers – Social Networks (FB)67% Overall
▪ 71% Women, 63% Men▪ Facebook on slight decline among younger
users
Only 16% use Twitter ▪ News and politics types, teen use outside
eyes of parents using aliases
FYI - Pinterest, LinkedIN, YouTube, Reddit, Google+ beyond scope of presentation
Numbers – Typical Day88% use Email overall - 58% Typical
day
67% use SNS - 48% day , 8% Twitter
67% visit local/st/fed gov web - 13% Typ day
Lessons:▪ Map out where to reach people and DON’T
replace email newsletter with Facebook or Twitter (they are supplements)▪ Reach people where they are online▪ IMHO: Don’t drop print communication if you can
afford to keep
Numbers – Inclusion
2013 Pew Civic Engagement in Digital Era Report – Analysis: bitly.com/pewcivic
More equity in discussing politics via social networking
Not so with taking action, contacting elected officials, media
IMHO: Neighborhoods are “public life” gateway to action
Numbers - Neighbors
27% of adult Net users (22% overall) use
“digital tools to talk to their neighbors and keep informed about community issues.” 74% of those who talk digitally with their neighbors
have talked face-to-face about community issues with their neighbors compared to 46% overall
Source: Neighbors Online study from PewInternet.org, 2010
Numbers – Inclusion Matters
Neighborhood E-Lists/Forums – 7% Overall
Of 22% of ALL adults who “talk digitally with neighbors”: Only 12% under 30K, Over 75K 39%
Source: Neighbors Online study from PewInternet.org, 2010
Numbers – Inclusion MattersNeighborhood E-Lists/Forums – 7% Overall
Our view/experience – newer Net-using immigrants similar to Latino inclusion rate
Source: Neighbors Online study from PewInternet.org, 2010
Communicating to residents…
Communication versus EngagementDisseminating information
Getting people involved with your organization and activities
Connect neighbors to each other online to strengthen community
Doing all of this inclusively across race, income, age, education levels
E-NewslettersCherish this
access
People at least scan subjects
Open rates - ~20%, click through 5%, some higher
Email NewslettersPick a service provider
▪ MailChimp, Contstant Contact, thedatabank (MN)▪ Simple BCC: option to start
Paper Sign-up Sheet – Create goals▪ Meetings, Farmers Markets, Libraries, NNO,
Door to Door
Resources▪ http://mailchimp.com/resources ▪ http://www.e-benchmarksstudy.com
E-NewslettersMajorNonprofits
For every 1,000 email subscribers they have: 149 Facebook
Likers 53 Twitter
Followers
Facebook Pages
Easy Sharing
Seek "Likes“
2-3+ posts wk (include image, different style than Twitter
“Insights” stats
Facebook Pages – Reality Checks
Streaming torrents. Chatty folks.
EdgeRank – FB decides per post, tips to get over 5% reach, $ option
Go to places where residents are online/on FB
Consider posting using your name over “brand” to make more personal at times
Linking Tools with Limited Resources
Add Email news subscribe to Facebook Page
How do you link multiple channels? (4 Geeks) WordPress.com (or .org) Blog Add Subscribe to Blog email option or
Feedburner Use FB App RSS Graffiti to feed posts to
FB Page Use TwitterFeed to feed Blog post titles to
Twitter Problem: Not customizing approach to
each service BUT at least you are reaching people
Facebook Pages to Online GroupsFacebook Groups are different – two-
way destination based on interest or identity
Some neighborhood associations have Groups not Pages
Classic “online groups” via YahooGroups, E-Democracy Neighbors Forums
Private (0ften) exclusive to resident models – NextDoor, i-Neighbors, Front Porch Forum
Online Groups – Disaster ResponseFB Pages as “Lapel Pins,” Groups for
Action
Hurricane Sandy: http://bitly.com/sandygroups
Moore Oklahoma Tornado Safe FB Grp
Lesson: Localizedbest, better to haveone before you need it
Engagement among neighbors …
Neighbors to Neighbors OnlineShift frame to open community
exchange among neighbors
Breaking out of org/gov in center mode
Hosted by: Individuals using whatever tool they like
(e.g. Facebook Groups, YahooGroups, etc.) Non-profits like E-Democracy.org Commercial sites like NextDoor, Front
Porch Forum
Breaking Out Strategies
Questions to break the
virtual ice.
Questions A – 5 Min Take Notes
Name, org, with ...
1. What online tools does your organization use to effectively engage the community?
2. What are the top two needs you want online engagement to address? Take notes to report back common
themes on #2
Questions B – 5 Min Take Notes
3. How do you or might you connect with multicultural or lower income parts of your community online?
4. Are their specific new or niche audiences you seek to connect with online?
Report back common themes on 3 and 4
Neighbors Online
Photos from Jeff Wheeler, Star Tribune.
Community Rally Organized via Forum in Response to Sexual Assault
Neighbors Forums – E-Democracy Style
“Local” online public places to: share information, events, ideas discuss neighborhood issues gather diverse people in an open place
take action and promote solutions
Powered by two-way group communication Over 50 neighbors/community forums in 18
communities across 3 countries today “BeNeighbors.org” Inclusive Outreach
Campaign
Neighbors Forums In LAST 24 Hrs
Community Exchange Seeking plumber,
insurance, lawn care Free couch, desk, cat,
TV Events – 4th July, NUSA
picnic to nearest neighborhoods
Meal swaps, cooperative cooking
TV/Cable/Net options Home hazardous waste Job for Somali speaker Lost puppy
Community Issues Crosswalk Safety Street Cars on East
Lake Community thanks Airport noise Candidate hello Bridge
replacement One Minneapolis
One Read Bicycle safety Youth movement
Community Benefits Laundry List Crime Prevention Disaster Preparedness and
Community Recovery Emergency Preparedness
and Response Neighborly Mutual Benefit
and Support Health Care and Long-
term Care Energy Efficiency Environmental
Sustainability Senior Care and Inter-
generational Connections Small Business Promotion Transportation
Local Food Diverse Community
Cohesion Education and Community
Service Recent Immigrant and
Refugee Integration and Support
Sustainable Broadband Adoption
Rural Community Building Youth Employment and
Experience Community Building, Civic
Engagement, and Social Capital
Details on the E-Democracy Blog
Simple Concept
Imagine a shared e-mail box for your neighborhood:
Visit: BeNeighbors.org
One Forum, Many Channels
E-mail Web Facebook Twitter
How to join?Via the web:
e-democracy.org
Or beneighbors.org▪ Directory starting in Twin Cities▪ Join via Facebook Option Available
Or Paper!Via simple paper sign-up sheets
Sign up at local events, by neighbors, or when doorknocked.
Design for “Inclusion”Public (vs. private groups)
Open access (vs. invite only)
Publicly searchable archive (vs. member only access)
Local scope
Encourage strong civility
Must use real names, accountability
Online public space in “real” community
City Hall
In-personConversations Shared on
YourNetworks
Local MediaCoverage
School, Library
Reporte
r
Com
mun
ity O
rgCity Councilor
Candidate
Local Biz
Nei
ghbo
r #1
Park Staff
Neighborhood Leader
Mayor
Forum M
anager
Neighb
or #
500
Polic
e
NEIGHBORS
NeighborsForumOnlineJoin the
Forum
New Resident
Secret New Forum Launch Recipe Define local
purpose – one to two sentences sets tone, expectations
Recruit, recruit, recruit
Multi-tech access – bridge email, web divide with Facebook and Twitter access
More: http://e-democracy.org/if
Open with friendly round of introductions at 100 members
Volunteer local Forum Manager, train/support them
Real names, no name calling/personal attacks, facilitation with rules enforced
Outreach In-depth
Ford Eval: Forum Member Feedback
Members: Forum provides new information and alternative viewpoints
Elected officials pay attention to forum posts
Community organizations who actively participated found it relevant and rewarding
Range and depth of conversations dependent on forum members’ willingness to share opinions, ask questions, and seek input
Big Picture Goals1. Online spaces for neighbors to
connect with each other in the ways that they want
2. Spaces as representative as possible of the neighborhoods, 10%+ of households
3. More people having a voice, who often do not have a voice in their neighborhood
4. Engagement that builds trust, bridges, and social capital
2012
Launched BeNeighbors Outreach
Goal:10,000 Neighbors
2012-14 – BeNeighbors.orgGoal: Recruit and engage 10,000+
Saint Paulites by end of 2014
Focus outreach on highly diverse, immigrant and low-income communities
Knight Foundation funded, 625K 3 year grant (through end of 2014)
Applied Ford lessons
2012 Outreach Team
The PlanUtilize grassroots community
organizing techniques to bring a diversity of neighbors onto the forums.
Bring in around 3000 new members over the summer and begin building relationships in Saint Paul communities.
Hire ~10 multi-lingual outreach team members working 15 hours a week
55
What we did...
1. Research and set goals2. Intensive recruitment and training3. Utilized open access tools to
manage logistics increasing mobility and capacity of team (GDocs, Dropbox, etc.)
4. Major on the ground outreach!5. Remembering to think long term
about empowerment and voice
56
Reviewed our local numbers
Forums for Today’s St. Paul46%
People of Color
17% Foreign Born
Lower income areas, renters, etc.
BeNeighbors – Going Big in St. PaulSummer Outreach 2012
59
Intensive Recruitment and Training
60
Tracking Outreach Locations
61
Photos from the field
Handout in Hmong
Field Outreach Numbers ~3,000 memberships in-person in
2012, 800 online
129 Tracked Summer Outreach Events: 917 via door-knocking in 20 targeted areas 692 via 39 different community events 340 via 28 community locations (libraries,
etc.) 182 via 10 National Night Out sites 89 via 4 ethnic soccer matches 76 via 12 community members
After ~12% error rate in e-mail addresses, opt-outs
Field Outreach Diversity
Over 50% of paper sign-up form survey responses were from people of color
Surname analysis shows 30%+ of targeted forums appear to be from racial/ethnic communities (Asian, Latino, East African)
Demographic participant survey planned
Forums Launched, Numbers All 17 St. Paul neighborhoods
(District Councils) covered with online neighborhood spaces, 3 outside our network
6,000 Forum Memberships, up from 3200 = +266% in St. Paul, 1,000+ more on original city-wide St. Paul Issues Forum
Minneapolis 0ver 9200 memberships
Detailed Blog Post, Insider Google Doc
Twin Cities Growth 266% increase in St. Paul
(blue) memberships in 2012
Mpls (red) all volunteer “organic” word of mouth growth
Outreach Team Celebration
5 Things That Didn’t Work as Expected
Initial utilization of volunteers Partnerships need to grow
beyond links Forum engagement staffing
delayed to ‘13 Light guidance for contractors,
more hands on needed Logistics of hand processing
3,000 paper sign-ups
2013
74
So, what’s next?
Build volunteer capacity in forum engagement to developing deeper relationships in community - goal:
Forums that better reflect the diversity of
neighbors in the “virtual room.”
Ensure partnerships are mutually beneficial
Execute an intense forum engagement plan
75
Volunteer Program Launched
Forum Manager
Neighbor Greeter
Neighborhood Linker
http://e-democracy.org/getinvolved
Social Coordinator
Cultural Connector
Community Reporter
76
Diverse Forum Engagement Team
New Communication Plan
Almost completeNeed for community to understand
the work that we do and the commitment we have, to ensure the space is open to ALL and is a resource for the WHOLE community
More pictures, videos, stories, blogs, Twitter, Facebook, etc
Long Term Goals
Meeting in personVolunteers taking pride and
ownership in their forum serviceForum members from all
backgrounds see their forums as valuable and helping to build stronger communities
Going deep in Minneapolis and elsewhere
Communities of PracticeSharing our lessons widely
Get Connected
Public outreachhttp://beneighbors.org
Webinars, training:http://e-democracy.org/learn
http://e-democracy.org/practice
QuestionsDiscussionConnections
81
Thank you!
We’d love to connect with you more!
Steven Clift - [email protected]
On Twitter @edemo More: e-democracy.org/contact
END
